BCG Matrix Unilever

● Stars
The home & personal care divisions are in the position of the stars because this industry has a
very fast turnover of money, so the market is always guaranteed. It has contributed a large sales
growth with a relatively large market share as well.
● Cash Cows
The food & ice cream division are the top products in the industry are considered Cash Cows
because of their lower sales growth rate but relatively high market share.
● Question Mark
Unilever products that fall into this category such as Rexona, Tresemme, Lipton because these
products are in a strong growth market but have a market that is not too strong. So that the
income earned is not proportional to the costs incurred. Therefore, Unilever must increase
investment in products so that its growth also increases.
● Dog
Unilever products that are in this category are like Surf, Cif, Domestos because these products
have the same level of marketing and market growth. This product usually provides very low
profits and can even cause losses because it drains management time and company resources.
Therefore, Unilever companies must think of strategies so that sales of these products increase.